Innovation has to be an 'Experience'

"We have a saying at SYP that every innovation comes with an experience whether you like it or not, and if you dont try to build that experience you will not be able to maximize the value or potential of any breakthrough innovation."

"Apple's iPod was launched 9 month before iTunes. I think it would have always remained a cool little Mp3 player, if it had not come with iTunes, the innovation of breaking up of a traditional album into single tracks so people can choose; because it came with the beautiful design, because it came with advertising that was surprising and interesting, all of those things wrapped together created a very powerful impact that continues to wripple."